Presented by Jon Wuebben at the 2013 Marketing Profs B2B Marketing Forum

1. Mobile & Social: The Perfect
Content Marketing 1-2 Punch
Jon Wuebben - CEO, ContentLaunch

2. Content Marketing is great…
…but Multi-Channel content
marketing is HARD!
@JonWuebben

3. 71% of social media users are
using mobile devices for
access.
Twitter and Facebook have improved and
refined the user experience for mobile,
making it an invaluable platform for marketers
@JonWuebben

4. 40% of all Internet activity
happens via mobile devices.
It won’t be long before the majority of
your prospects will be connecting with
your company via mobile.
@JonWuebben

5. Key Trends
• Mobile is rewriting the rules of social media marketing!
• Desktop social media is starting to fall, while mobile and tablet
social media usage is increasing (CONVERGENCE)
• There are differences in the ways people use smartphones and
tablets for social media
• Facebook marketing has become more complex, with less focus on
desktop oriented brand pages and more focus on the newsfeed
@JonWuebben

6. W
• B

7. W
• B

8. @JonWuebben

9. Social Network Marketing
@JonWuebben

10. @JonWuebben

11. @JonWuebben

12. Content Marketing
@JonWuebben

13. Understanding Context is Critical
@JonWuebben

14. Twitter & Mobile Use
@JonWuebben

15. Convergence of Mobile & Social
• Mobile & Social are now tied together
• 74% of companies called the mobile/social convergence “very
beneficial” (2012 ANA/MediaVest Survey)
• However 35% felt their internal organization is too siloed to take full
advantage of mobile (same thing marketers felt about social media
a few years ago)
@JonWuebben

16. 3 Mindsets Mobile Users Have
• Microtasking, when a user is engaged in short periods of intensive
activity
• Local, when a user seeks information about or to support them in
their current context
• Bored, when the user is looking for
distraction, novelty or entertainment
@JonWuebben

17. Mobile + Social Interaction Model
Five different types of interaction to be managed:
• Connecting to others
• Exposure, viewing information and activity within your network
• Sharing information with others
• Providing feedback on shared information or on a specific topic
• Communicating directly with others
@JonWuebben

18. Getting the Basics Done
• Make your content readable on mobile (The Fix: Responsively designed
website)
• Make your site feel like a mobile site
– It’s all about touch, swipe, and that feeling of a full-screen, laid-back experience
– Readers tend to view more pages & spend far more time with your content
• Create custom, mobile-only assets
– Softchoice recently put out an app that packaged all its various content assets into a
single, unified reading experience.
• Go for web, not native (most of the time)
– Apple’s App Store is not always the best place to publish content(requires several steps for
users to access it)
– Go with a web app, or optimized website, instead of investing time and money on building a
closed-off native app
– All your SEO efforts & existing social traffic continues to contribute to your mobile visits.
• Get on the hot mobile social networks: Vine & Instagram
– Where is your audience hanging out on mobile? Find their favorite apps, and start
entertaining, educating, and bringing your brand there (See GE’s Instagram Feed!)
@JonWuebben

19. Tools & Ideas
@JonWuebben

20. Mobile Tools to Improve Your Social
Media Marketing
• #1: Send SMS (Text) and Video Messaging With Mogreet Express
• 97% of mobile subscribers read an SMS within 15 minutes of receiving it. 84% respond within 1 hour
• Mogreet Express lets you create SMS (text) or video messaging campaigns to incorporate into
social media
– Build a database of customers who want to receive your information and offers
• Promote your campaign on Facebook and Twitter. The easiest way to do this is by using language
such as: “Become a Mobile VIP. Just text YOURKEYWORDHERE to 12345
• Once you’ve promoted your new SMS (text) campaign and customers begin to opt in, message
them with valuable offers
• Incorporate your mobile call to action throughout your social media and you extend
conversations with your customers beyond Facebook or Twitter
@JonWuebben

21. Mobile Tools to Improve Your Social
Media Marketing
• #2: Run Mobile-Friendly Facebook Contests With Heyo
• Heyo makes it easy to build a contest on mobile that integrates seamlessly with
Facebook
• To make sure mobile users receive the best user experience, Heyo’s smart URL
automatically reroutes mobile users to the right location
– If users are on a desktop, they’re sent to the native Facebook tab
– If they’re on a mobile device, they receive the mobile contest application
• Heyo's easy-to-use dashboard lets you create beautiful pages in minutes
• Heyo is the easiest way to create engaging campaigns that are social and mobile
– Drive traffic, leads and sales with a Facebook contest
@JonWuebben

22. Mobile Tools to Improve Your Social
Media Marketing
• #3: Measure the ROI of Mobile Marketing With LogMyCalls
• People who search the Internet for food using their phone or tablet have nearly a 90%
conversation rate
• 64% of searchers with smartphones convert within one hour of their mobile search activity
• One of the top converting metrics is a phone call. With such high odds of a mobile searcher
clicking to call your business, tracking and measuring calls are vital
• LogMyCalls gives you a full suite of tracking features to track every call generated by your mobile
advertising and measure the return on your investment
• When your customer is mobile and calls your tracking number from a Facebook ad, a billboard or
any other mobile advertising unit, you easily identify which media outlets perform best and which
convert leads to sales
@JonWuebben

23. Social Media Marketing Ideas to
Grow Your Business
• #1: Connect With Prospects On LinkedIn Mobile
• LinkedIn mobile app brings a streamlined version of the desktop site to your
smartphone or other mobile device
• From your LinkedIn home page, tap on your profile photo to access your profile
screen to see who has viewed your profile recently
• If someone has viewed your profile, it’s a good indication that they might be
interested in hearing from you
• With the mobile app, you can reach out to them from your phone or tablet
– Tap on their profile photo and say hello to them via LinkedIn
• Allowing the app to send you push notifications is a great way to stay in touch with
your LinkedIn connections
@JonWuebben

24. Social Media Marketing Ideas to
Grow Your Business
• #2: Build Your Brand on Instagram
• Instagram can be used to promote your corporate brand
• Dave Kerpen, CEO of Likeable Media, uses Instagram to build brand awareness
by posting pictures of the Likeable foam hand at baseball games around the
country
• Shelly Kramer, founder of integrated marketing firm V3 uses humor to extend her
brand’s personality when she shares Instagram photos with her clients
• When you post images from your mobile device to Instagram it can help you
form a strong connection with your audience and build a visual representation
of your brand
@JonWuebben

25. Social Media Marketing Ideas to
Grow Your Business
• #3: Use Promoted Tweets to Target Mobile Users
• 55% of users who log into Twitter do so at least once using a mobile device
• Reach them by using Promoted Tweets to display your tweet to users who access
Twitter from a mobile device
• Sprint uses promoted Tweets to capture the attention of potential customers who are
using Twitter from their smartphones with a tweet that offers $100 to people who
switch to Sprint as their mobile carrier
• Sprint’s Promoted Tweet is surfaced only to users viewing Twitter on a mobile device
• Mobile targeting on Twitter will let you tailor tweets to appeal to prospects and
customers who use smartphones
@JonWuebben

26. Social Media Marketing Ideas to
Grow Your Business
• #4: Drive Traffic to Mobile Sites With Facebook’s Promoted Posts
• Unlike Facebook Ads or Sponsored Stories, which display in the right
sidebar, Promoted Posts are visible to mobile users because they display in the
Facebook news feed
• Promoted Post can drive traffic to a landing page on your mobile website
• Use Facebook’s Promoted Posts to show ads in the news feeds of mobile users
• Retailers, e-commerce sites, mobile app developers and traditional businesses
have all used Facebook’s native advertising to acquire new customers cost-
effectively
@JonWuebben

27. Social Media Marketing Ideas to
Grow Your Business
• #5: Use a QR Code to Increase Your Social Audience
• 27% of all smartphone owners have scanned a QR code
• Great way to connect with people using social media on their mobile devices
• Simple technique to get more Twitter followers using QR codes:
– Copy the URL and visit Mobile-Barcodes.com
– Paste the URL into the QR code generator and hit Submit
– You’ll have your very own QR code, which can be saved to your desktop
• Add the QR code to any printed materials—business cards, brochures, posters
• People who scan the QR code will be driven to your Twitter page, where they
can follow you from their mobile device
@JonWuebben

28. Case Study: How Intuit’s Facebook
Strategy Changed
@JonWuebben

29. Intuit Innovators Program: Cementing
Social/Mobile Integration
@JonWuebben

30. Intuit Innovators Program: Cementing
Social/Mobile Integration
@JonWuebben

31. Intuit Innovators Program: Cementing
Social/Mobile Integration
@JonWuebben

32. Intuit Innovators Program: Cementing
Social/Mobile Integration
@JonWuebben

33. Social Media Promotions: Best Practices
• Branded apps must be configured for mobile
– Apps designed for the desktop may not work
• Lower the barrier to entry
– Entry forms should be simple and mobile integrated
• Provide options
– Give users the ability to upload content or images with any device
– For many brands, mobile is becoming a dominant source of content submissions
@JonWuebben

34. Take Aways
• Sync up mobile and social teams within the organization
– Intuit and Capital One have named one executive to lead both disciplines
• Create share-worthy content! (especially with video)
• Consider going mobile first for social media initiatives
– Smaller palette forces you to focus on what’s most important
• Don’t confuse or frustrate your users
– Sending users from a mobile social media campaign to a webpage that is not mobile
optimized is a problem
• Photo (and video) content is more important than ever
• Start NOW to take advantage of the mobile migration
• Think smaller with Facebook marketing
– Focus on newsfeed content, imagery and ads
• Mobile and Social are forever intertwined
@JonWuebben

35. • B

36. Content Launch
• Produce blogs, white papers, ebooks, case studies &
more
• Work with 200 companies in over 50 different industries

37. Contact Information
Jon Wuebben:
• (909) 437-7015 mobile
• jon@contentlaunch.com
• Twitter: @jonwuebben
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38. Questions?
@JonWuebben